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26.10.2010 Unilever responds to changing US habits

Unilever, the FMCG giant, is responding to the "radical transformation" in US media habits by creating a "canvas of content". "Consumers are going through a radical transformation in how they interact with media and how they connect with brands and advertising," said Rob Master, the company's North American media director, in Technology Review. "The consumer doesn't think about having a viewing strategy for traditional, offline media and a viewing strategy for online media. They view the world in a certain way, and what we're trying to do is mirror that."

Reacting to such a seismic shift in popular behaviour, the owner of Knorr and Hellmann's has modified its approach, covering all devices and channels. "We're trying to create what we call a canvas of content," Master said. "It's not just about 30-second spots or home page takeover ads, but about taking your idea and rolling it out to the multiple screens that exist now." Unilever uses Nielsen's Marketing Mix system when monitoring digital impact, and media agency Mindshare tags all relevant output, tracking metrics like video views, voucher downloads and sample requests.

B.L. 26.10.2010